If your company produces and sells any products or services, more than likely you will want to tell potential customers want they are and how they work. A simple product brochure can be a great marketing tool. Despite this, having a product explanation video on your website or in a newsletter can be an even better way to drive traffic and increase sales. A product explanation video is, after all, a sales tool.
There are quite a few companies in the marketplace offering to create animated explainer videos. These are all well and good, but I’m a firm believer that people react better to and will more than likely trust a real person who they can relate to.
There are few points you can follow that can help any product video.
- Make it a short and direct – plan your script and storyboard
- Simple to grasp – make it easy to understand, no need to over complicate things
- Talk like a human – avoid buzzwords and tech jargon.
The key to a successful explanation video is whether it answers the following questions. Does the video explain –
1. What is the product?
This is the most fundamental of questions. You wouldn’t create a product video without mentioning or showing off your product or service. I believe the product should be shown or at least mentioned within the first 10 seconds. People’s attention spans are at a premium and if you don’t grab them within the first 10-20 seconds, they will simple move on. The stats show that the majority of people will fall off towards the end of the video. So it’s vital to make sure your product makes a lasting impression in the shortest period of time possible.
Tip: Start with an image of the product or a title with the product’s name. Keep the video short to around the 1 minute mark.
2. Why do I need it?
This may be the most important question in our list. What problem is your product solving? Why should I buy it? Spend some time thinking about what aspect of your product or service is most helpful and explain to viewer why they need this in their life. Some of the best product videos do not need verbals to get you excited about a product. Take the video below as an example. “Lily” is a new kind of affordable drone. You throw into the air and it follows you where ever you go. Without words, the video beautifully demonstrates how Lily works and uses some simple text to describe the features. This is where video works best. It can help build hype and anticipation around your product.
3. How does it work?
Video works great for showing a viewer or potential customers how the product works and the features it has. Although the video below was used to raise money on Kickstarter, it is a perfect example of a product explanation video. We get a great insight into all the features of the “Coolest”, from the built-in blender, speakers, USB charger, LED lights, etc. They make a great case as to why it’s the best new cooler on marketplace. What’s even better, through the video campaign they received the funds needed and is now in production.
4. What information do I need to know to make it work?
Take the Rangemaster product video below. This product warns people when they have left something cooking on a range and has been left unattended for a period of time. They have created some videos demonstrating in detail how the product works, how to install it, etc. By having multiple videos, they are showing viewers exactly how it works and are building trust with the product and brand. Plus, they’re adding SEO to their website by having many videos on different topics. Google has now altered their search analytics to give extra weighting to video content. For this reason alone, video marketing is becoming a vital component of most companies marketing strategy.
Where do I go to learn more?
Finally and most importantly, remember to add Calls-To-Action to your video. Where can I go to buy the product? Visit a website? Learn more? Firstly, add your website address, product link, contact details at the end of the video. If you upload your video to YouTube, there are a couple of areas where you can add call-to actions. Place Annotations at the start and end of the video so users click to other videos to learn more. A great new feature YouTube has added is called “Cards”. Now you can use YouTube Cards to direct your viewers to a particular website or page, which is great for marketeers. In the description field, place your website address at the very start so viewers can find it quickly.
These are just a few tips that if implemented and answered to the best of your ability will certainly help your video drive traffic and increase sales.